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Empires & Allies on Growth Offensive for Zynga Ahead of Reported IPO

Empires & Allies is setting a strong pace in its fourth week after launch. While its monthly active user and daily active user growth numbers are so far coming in below where Zynga’s last big launch on Facebook was — CityVille, back in December — it is the clear leader in the strategy genre of social game.

By the traffic numbers in our AppData tracking service, it’s already the third-largest game on Facebook by MAU with 37.7 million, and with 6.73 million DAU about to pass Texas Hold’Em to reach third by that metric, and still growing. These users are in turn boosting Zynga’s undeduplicated Facebook traffic numbers to 54.8 million DAU and 269.2 million MAU.

The context here is that some people have questioned Zynga’s ability to keep producing hits on Facebook as development and marketing costs go up. The company is occasionally lumped together with other newly successful technology startups as an example of an internet bubble, especially given reports that Zynga is looking to public in the next couple of the months.